9 ‘Avatars’ of Branding and Communication

Mythology states that after nine nights of a fierce battle between the ‘Devi’ and the Asuras, the Goddess or Shakti emerged victorious on the tenth day. Dassera – the victory of good over evil. Haven’t we all grown up to these stories? The day also marks Lord Rama killing Ravana and emerging victorious. Till date, we narrate such stories to our children as well, don’t we? But it would be interesting to draw inspiration from these stories and create our own corporate version – one that would be the most relatable, whether you are an employee of an organization, an entrepreneur, a solopreneur, or anyone in the professional world. Communication is an underlying necessity in each and every field. Let us take a look at the nine forms of the Goddess or Shakti and the corporate communication lessons they teach us. Especially in the ongoing challenging times, it is important to imbibe these lessons and implement them in your brand messaging and communication.

The first form of the Devi, ‘Shailaputri’, teaches the important value of sacrifice. In communication too, you may have lots to share and tell, but it’s ok to sacrifice or give up unnecessary clutter and focus on key points. Remember to always keep one focus point of communication and revolve around the communication around that. Let go of assumptions and biases whenever you communicate. Don’t assume facts about situations.

The second form of the Devi, Goddess Brahmacharini is known for her knowledge and determination. Know your audience before you communicate. What would they want to know and what is the relevance of communication for them? Having identified these key points, only then begin your communication.

Goddess Chandraghanta, the third form of the Devi, is the symbol of overcoming physical and mental suffering. She represents peace and serenity. Remember to be transparent in your communication. While you may not always be able to tell everyone everything, it is always recommended to lay the facts out there without sugar-coating them. Look beyond perceptions and communicate the truth.

Goddess Kushmanda depicts radiance and gravitas. Through your communication, strike a personal chord with each reader so that they personalize the message for themselves. Customers instantly connect when a message carries a sentimental value for them. Build brands that radiate a positive connection with the customers. Communicate in such a way that what you say holds weight, gravity, or depth of personality.

The fifth form is Skandamata or the Goddess of Fire depicting wisdom. Keep that fire of passion for your brand in your belly. Let this fire keep you going each time you think it is challenging. These are no doubt trying times, but be wise to know what to communicate, when to communicate, and how to communicate. Use the fire in your belly to keep you going, no matter what.

Goddess Katyayani brings balance to life. Your communication also needs to be balanced. Avoid presumptions and communications based on biases. You may have very strong opinions about certain subjects and issues but let those not interfere while communicating. Maintain a balanced view of things and facts before you communicate.

Goddess Kaalratri depicts the dark side of nature, which many may believe, we are experiencing since the beginning of 2020. She continues to guide us and help us overcome these challenging times. The dark side of communication is when you over-communicate. Too much communication and bombarding with messages is not recommended. The essence of communication is lost. Make it short and effective. That is the mantra for successful communication.

Another ‘rupa’ or form of the Devi is ‘Mahagauri’ or the remover of all sufferings. Various challenges are bound to emerge when you communicate. Any brand goes through these stages of uncertainty before it carves a place for itself in the market and the consumers’ minds. Tackle each stage with clear, concise, and crisp communication. Beating around the bush won’t help.

And finally, the epitome of divinity is ‘Siddhidatri’ or the remover of ignorance. As communicators and brand specialists, we are here to remove the ignorance towards the various myths people have towards branding and communication. At Circle 360, we provide holistic communication for your brand. Our ‘ayudha’ or tools are the many channels of communication we specialize in. We know which ‘shastra’ is the best suited for your brand and give you the best combination of communication tools for your brand.

-By Vaishali Heblekar.